Attracting The Right Visitors

I was very intrigued to hear how Kingston Family vineyards thinks critically about what groups of people it gets into its tasting room, as the economics of a tasting room visitor are a loss to the estate (an acquisition cost that only pays off for populations of visitors that convert into buyers or wine club members).  For example, we heard that for Kingston it does not pay to attract Swedish tour visitors because they couldn’t sell to them internationally. 

A similar dynamic is occurring currently in the St. Helena wine region in CA.  Government bodies in the region are pushing to expand a biking path through several vineyards in the region in order to promote tourism.  However, the vineyards who would have to accept the path on their land are not necessarily excited about this proposal (and in fact some are pushing back).  Not only is the path possibly disruptive to the land (due to possible litter or vine damage), but the path also serves casual bikers who are much less likely than other customers to buy on-the-spot wine, and also demographically less likely to join the wine club or buy big ticket items (since they trend younger and less affluent). 

Extrapolating from these examples there seems to be value in demographic analysis of tasting room attendees to determine (a) who are the highest value populations, and (b) how can you identify them and target them with marketing?  For many small-operation vineyards this type of analytic capability may not be available, but it would seem this may offer an opportunity for a third-party service provider to provide this service.  Is anyone aware of a service business that performs this sort of function for tasting rooms, or know of any wineries that are implementing cutting edge know-your-customer tools here?